
L’Oréal tech leader Guive Balooch on what’s driving beauty innovation today, plus industry news
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Sep 11, 2025 Guive Balooch, Global VP of Tech and Open Innovation at L'Oréal, shares insights on revolutionizing beauty innovation. He discusses groundbreaking products like ColorSonic for at-home hair coloring and the Cell BioPrint skin diagnostic tool. Balooch delves into the intersection of biotechnology and beauty, including investments in longevity and AI applications in product development. He also introduces the 3D shu:brow, an innovative device for perfecting brows, highlighting a future of hyper-personalized beauty experiences.
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Expanded Role Focused On Building The Future
- Guive Balooch now runs both L'Oréal's tech and external partnerships, expanding his influence across biotech and longevity.
- He views the role as building the future rather than exercising power.
ColorSonic Origin Story
- ColorSonic came from an internal 'beauty shaker' competition and seven years of development to simplify hair-color mixing.
- It launched ~18 months ago and now sells widely, including at Target.
Light-Powered Hairdrying Advances
- AirLight Pro uses infrared light instead of hot coils to dry hair more efficiently and gently.
- L'Oréal partnered with startup Zuvia and scaled the device into salons and retail channels.
